Describe the brief from the client
Blackheads can have a devastating effect on confidence. Therefore, the proper treatment can help heal both skin and mind. It’s this psychological aspect that Biotherm wanted to highlight in its new campaign for Biopur.

Describe the challenges and key objectives
Our objective was to find a way to express the psychological distress of people who suffer from blackheads in the most effective way.

Describe how you arrived at the final design
All the visuals in this campaign have been designed for two levels of reading : At first glance, you can only distinguish a black dot, but a more careful glance reveals characters within and around it. In each visual, the central character is surrounded by the blackhead, trapped in the depths of an abyss. He’s cut out from the other characters with whom he can’t interact.
To highlight the two levels of reading, we committed to a very uncluttered construction of the actual ads. Pure, white surfaces that contrast with the large, solid black dot.

Give some indication of how successful the outcome was in the market
Biopur in-store sales increased by 17% and online sales increased by 12% within the month following the publication of the advertisement.